The relationship between Hispanic adult Millennials and technology was one of the focuses of Tr3s’s 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. One of the report’s key findings was that Hispanic adult Millennials seek balance between their digital and social lives. They understand that it’s important to step away from their devices and participate actively in the world.

 Learning this lesson didn’t come easily, however. Many adult Millennials who used technology to isolate themselves socially as teens are now trying to correct that behavior and have more “IRL” (in real life) experiences. While moderation is a common goal, they are also well aware of how difficult it can be to step away from their tech devices.

This quest for balance is a core Millennial value. Compared with older generations, they are more comfortable “in the middle” in many areas. Hispanic adult Millennials are also interested in finding a happy middle ground between life and work, as well as between foods that are healthy and convenient.

When asked what is coolest to them now, three of the top ten items listed by young Hispanics were tech devices: smartphones (#1), GPS for cars (#6), and video games (#7). However, their “cool list” also revealed that interacting with others is of high importance as well. “In-person socializing” ranked second, and coffee shops (where they can hang out with others inexpensively) also made the list: Starbucks (#3), diners (#8), and Dunkin’ Donuts (#10). Video games, in addition to being seen as cool devices, are also considered key social outlets, bridging the gap between digital and real.

Hispanic adult Millennials see themselves as having “active lifestyles” – which they define as being out of the house socializing with family and friends. They participate in social media, but also have social lives. They play video games, but not all the time. And they text their friends a lot, but they also talk when it’s important. (According to the 2012 Maximo Report by Motivo Insights, bicultural young Latinos believe texting is the most efficient way to communicate, but talking is most effective.)

One illustration of their awareness of the value of balancing technology and life is the phone stacking game. While out at a restaurant or social gathering, everyone piles their phones in the middle of the table. The first person to relent and check their phone suffers consequences that were decided in advance, like paying the dinner tab. The game implicitly recognizes that technology, while tempting at all times, can be isolating and damaging when used too much. In the end, technology is something that enhances their lives — but only when used in moderation.

Source: Tr3s 2012 “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty”

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• Not giving essential show information
• Failing to give fresh, engaging content
• Posting to the point of spamming
• Trying too often to get viewers to buy

What we heard from viewers was that they want TV shows and networks to fulfill their functional motivations above all. They expect air dates and times, exclusive content, episode recaps and character bios.

As one 23-year-old participant told us, “Daniel Tosh is the one guy that knows how to use social media well. He will throw a joke in a post that includes the date and time his show is on so I won’t miss it.”

Respondents also admitted that they unfriended or unfollowed brands that were redundant, or posted too often. And since social media is a place for emotion and fun, we found that over-selling was another big sin. These sins are good guidelines for any brand — reminders not to forget basic info and to keep it fresh and engaging without overdoing it. The good news for brands and marketers is that we can provide much of what viewers value most, useful information and exclusive content.

For the full findings from the study, head here.

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While some young Hispanics are parents themselves, others still live with their parents. As a result, there are key generational differences between the two most prevalent types of households where young Hispanics reside – those in families that are just starting out, and those who have yet to strike out on their own and continue to live in multigenerational households.

The Fortress Keeper

Among young Latino parents with small children, the desire to protect emerged as the biggest priority – especially for moms. In fact, the new Hispanic gatekeeper is really more of a fortress keeper, deciding what to keep out of kids’ lives and being very selective about what to let in. It’s important to note that “fortress keeping” isn’t limited to moms – young dads are also highly involved in controlling their children’s environments.

When it comes to their kids, Fortress Keepers are always on high alert for risk. They want to make sure their kids are safe and at a distance from anything that could harm them.

Fortress Keepers approach new products with suspicion. While young Hispanic moms are loyal to trusted brands, they are cautious with unfamiliar products because they could expose their kids to unknown risks.

When shopping for food products for their kids, Fortress Keepers look for healthy, organic, and natural. Fearing dangerous substances in less natural foods, they seek out options that they consider to be healthier for their kids.

Fortress Keepers themselves like to indulge in less healthy foods – and they’re in the closet about it, literally. They may want to steer their kids away from junk food, but many like to enjoy occasional guilty pleasures on the sly. Some confessed to eating cookies and crackers in the closet so their kids couldn’t see.

The Concierge: Mothers of Hispanic young adults still living at home often serve as the “concierge” of the household. Typically ages 35 to 54, The Concierge fulfills the stated and unstated needs of everyone in her large, multigenerational home. The Concierge and her millennial children still living in the household are uniting to make most of the family’s purchases.

Source: Tr3s 2012 “Hispanic Adult Millennials Living The Next Normal: Age Of Uncertainty”

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Overall, we see religion still having some hold among Millennials in Egypt, Saudi Arabia, Turkey, South Africa, Brazil and India – but in contrast, Millennials in China, Russia, Japan and many of the Western European countries – including traditionally Catholic countries such as France, Spain and Italy – demonstrate ever more secular attitudes.

In the world of Millennials, spirituality and faith are, for the most part, closely aligned.  While there are a handful of countries – for example, Egypt and South Africa – where religion carries greater weight among the concerns of young people, in most countries our data demonstrates similar patterns of engagement with spirituality vs caring about faith/religion (31% and 33% respectively).  Indeed, there is significantly higher emphasis on spirituality than faith/religion in Japan, Russia and China.

In this era of openness, tolerance and flexibility – key traits of the Millennial mindset – young people are characteristically positive about the right of people to practice whatever faith or religion they choose:  on average, almost 9 in 10 – and the only countries where the level dips below 4 in 5 are Saudi Arabia and Japan.

However, although strongly in favour of religious tolerance, other indications show that, with the exception of a small sub-set of countries, the Millennial generation is somewhat less actively involved in practicing religion.

Moreover, unlike the relatively uniform pattern we see in terms of people’s rights to practice religion, the extent of support for people’s responsibility to practice religion varies considerably between countries.

On average, only 14% of Millennials globally place “having faith/religion” among their top 5 sources of happiness – ranked #15 from a list of 20 potential happiness drivers.  The level increases to above 20% in only 7 of the countries surveyed (Egypt, Saudi Arabia, South Africa, Mexico, USA, Brazil and Turkey), with the score dropping significantly in several countries (Sweden, Germany, Spain, China and Russia, for example).

On average, 20% globally turn to prayer as a way to relax when feeling stressed.  The countries where this is more likely to be the case correlate strongly with those where faith/religion is a source of happiness (and conversely we find lower scores in countries where faith/religion has little bearing on happiness).

While for the most part young people around the world share increasingly similar values and attitudes to the world around them, the matter of faith and religion is one which continues to provide a point of difference today.  However, given the almost globally low trust we have seen placed in organised religion and the people who represent it, we could be looking at a future in which a more personal form of spirituality may come to hold ever greater importance in the lives of young people around the world.

Breakdowns for specific results are available on request at blog@viacom.com.

Christian Kurz is Vice President of Research & Insights for Viacom International Media Networks. Follow Christian at @kurzch.

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Today, 45% of Hispanics 18 to 34 live with their parents, according to the Pew Hispanic Center. They are 18% more likely than non-Hispanic whites 18 to 34 to reside in a multi-generational household. The numbers are even more dramatic among younger, bicultural Hispanic adults 18 to 29: 6 in 10 live with their parents.

One of the key objectives of Tr3s’s 2012 research study, “Hispanic 18-34s Living the ‘Next Normal, ’” was to uncover new insights about what life is like for Hispanic families with adult children in the household. In her April 30^th presentation at the AHAA 2013 Conference in Miami, Nancy Tellet, Senior Vice President of Tr3s Research and Insights, will reveal key findings on this subject. The following are some of Tr3s’s insights about young Latinos who have stayed home into adulthood:

Lack of money and fear of potential catastrophe keeps Hispanic adult children from moving out. For many, leaving home isn’t an option because they can’t afford to. Others have money saved, but anxiety about “something happening” looms large enough to keep them in place.

Most aren’t planning to leave anytime soon. Two-thirds say they might move out more than a year from now — or that they don’t know and will move “when they’re ready.”

They like the closeness, but more privacy would be nice. 4 out of 10 like the togetherness and bonding best about living with their families, and 3 in 10 dislike the disagreements and lack of freedom and privacy the most.

They expect to stay local when they eventually move out. When asked how far away they would like to go when they’re ready to get their own place, the median distance from their parents’ house was 18 minutes. Hispanic young adults are half as likely as non-Hispanics to say they hope to move more than an hour away (16% vs. 30%).

Respect is the key to family harmony. Hispanic multi-generational households with young adult children make it work through respect, which to them means being polite to each other, recognizing it’s a two-way street, and striving for peace and unity.

When they do move out, it’s often to live with a romantic partner. Hispanic young adults are slightly more likely than non-Hispanics to move out of their parents to live with a boyfriend or girlfriend (49% Hispanic, 44% non-Hispanic).

Source: Tr3s 2012 “Hispanic 18-34s Living the ‘Next Normal’”

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Finding out how the poor economy has affected young Hispanics — and how their choices differ from earlier generations of Hispanics and non-Hispanic young adults as a result — was one of the goals of Tr3s’s latest research study, “Hispanic 18-34s Living the ‘Next Normal. ’”  On April 30^th, Nancy Tellet, Senior Vice President of Tr3s Research and Insights, will reveal key findings from this report at the AHAA 2013 Conference in Miami. The following are a few insights relating to young Hispanics and the economy that she will cover in her presentation – and that we’ll also be providing more detail on in future blog posts:

Young Hispanics are more risk-averse. Life choices, big and small, are subject to conscious and sub-conscious risk evaluation. They are carefully weighing the cost and benefits of everything from their living situations, marriage, and purchasing decisions of everyday and big-ticket items.

More are living with their parents – but not unhappily. Today, 45% of Hispanics 18 to 34 are still at Mom and Dad’s house – and many find happiness in the comfort and support of family relationships. Living at home well into their twenties and thirties is also causing them to reinterpret the meaning of “adulthood.”

Marriage can wait until they have more financial stability. Since marriage is a big risk both economically and emotionally, Hispanic young adults are not entering it lightly. Having enough money and meeting career goals first are important.

When shopping, they search long and hard for deals. Hispanic young adults are smart “recessionistas,” finding excitement in using high-tech resources to get the best prices. They’re not sacrificing good looks for practicality, however – they want style and a good price (especially Latinas, who are bigger “fashionistas” than non-Hispanic females). And as we reported last week, saving money is cool and ostentatious purchases are not — bling is for Xers and Boomers.

 Source: Tr3s 2012 “Hispanic 18-34s Living the ‘Next Normal’”

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When it comes to employment, Hispanic young adults have it rough. Hispanics 18 to 34 overall have an unemployment rate that’s 25% above that of non-Hispanic whites, according to a recent analysis of Bureau of Labor Statistics data by the think tank Demos. Research indicates, 1 out of 7 Hispanics ages 18 to 24 are looking for a job but can’t find one. The lack of job growth in the market is hitting the youngest adults especially hard: in 2012, labor force participation for total 18 to 24-year-olds fell to its lowest point in over four decades.

Combining findings from its 2012 research study “Hispanic 18-34s Living the ‘Next Normal’” with information from other sources, Tr3s has prepared some research on young Hispanic adults and their changing attitudes toward money.

Ostentatious wealth is “out.” For Boomers and Xers, brand names and high-priced products were status symbols. Tr3s found that young adults today don’t have that luxury. Money is tight, so overspending is not really an option. In addition, it’s a source of resentment — they connote frivolous spending, which they blame for our current economic problems, with poor judgment. This is true not just for young Hispanics, but young adults in general.

Money as a protective talisman is “in.” Because anything can happen, money in the bank is an insurance policy against tough times that might lie ahead, according to Tr3s research. For many, that savings account will also make it possible to move out of their parents’ house someday.

Hispanic young adults want to do better than their parents. Being financially better off than their parents is very important for 7 out of 10 Hispanic young adults, according to the 2012 Maximo Report. They’re almost twice as likely as white non-Hispanics to have this desire.

In spite of their difficulties, they’re optimistic about the future. The Maximo Report found that 6 in 10 Hispanic young adults feel the recession is getting better (a 116 index vs. white non-Hispanics). Tr3s also found that 61% of Hispanics 18 to 29 considers themselves to be very happy.

Source: Tr3s 2012 “Hispanic 18-34s Living The ‘Next Normal’”; Maximo Report 2012, NGLC, Motivo Insights, and Tr3s; Demos, “Stuck: Young America’s Persistent Jobs Crisis,” 4/4/13; The New York Times, “ Do Millennials Stand a Chance in the Real World?,” 3/26/13

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Key Findings

Comedy is EVERYWHERE. Comedy appeals to all ages and is the #1 interest among 18-34 year olds (78%), ahead of music (66%), sports (49%) and style (45%).

73% of adults saying that they can find humor in pretty much any situation.

Comedy is the only interest to appeal to both men and women equally – 83% of men and 84% of women say they’re interested in comedy.

3 in 4 adults consume at least one piece of comedy content every week. The preferred way to consume comedy is on TV with full-length shows.

Adults are also accessing comedy content on the Internet.

• 84% have experienced joke/humor sites.
• Over half experience comedy through pages/feeds of comedians every month.
• 9 in 10 have experienced funny clips on YouTube.

Comedy is GLOBAL. Sharing comedy content digitally has eliminated borders and facilitated mass reach while also bringing more niche forms of content to new audiences.

• Most people outside the U.S. prefer U.S. comedy to local.
• Comedy “celebrities” like Jim Carey, Charlie Sheen or Homer Simpson have global appeal.

Comedy is IDENTITY FORMING. Sense of humor is the #1 definer of personality.

• 8 in 10 say comedy/humor has helped them identify what they value in a boyfriend/girlfriend.
• Comedy enables personal creativity, with 4 in 10 having created some form of comedy clip.

Comedy is SOCIALLY CONNECTING. It is the #1 social connector above personal style, music tastes, sports fanship and political views.

• 9 in 10 agree their sense of humor helps them connect with others.
• Across all regions, 82% of men and women agree that they like humor that brings people together.
• Friend recommendations are the #1 way to find out about comedy content.
• Comedy inspires second-screening, with 7 in 10 searching online sources, visiting official program websites or posting on Twitter or Facebook at least once a week.

Comedy is SOCIAL FUEL. Comedy is the new social currency, with 2 in 3 having shared a funny clip in the last month.

• 7 in 10 agree “funny people tend to be more popular.”
• 61% agree that being funny helps them get what they want.
• 83% of those who post funny content on social media say getting comments from others on the posts is important to them.

Comedy is ESCAPISM.

• 7 in 10 say comedy helps them to escape the stresses of life, for all ages and everywhere from Mexico (75%) to the UK (68%) and Italy (62%).
• 2 in 3 watch a comedy show on TV each week.
• Of those who watch a comedy show on TV each week, 55% watch comedy cartoons; 53% watch sitcoms; 48% watch comedy drama; 37% watch stand-up comedy; and 34% watch sketch comedy.

Comedy is EMPOWERING.

Comedy is perceived as something that “makes you think,” “pushes boundaries” and “challenges assumptions.”

Implications:

• A good sense of humor sets a brand apart from its peers — 6 in 10 agree a brand’s sense of humor is important.
• People will share funny content and witty campaigns. Brands should make it about the “we” by helping consumers connect with each other through shared laughter.

The Methodology:

This study was based on more than 6,000 online interviews in 13 markets across Europe, Central/South America and Asia (the UK, Germany, Holland, Italy, Spain, Sweden, Poland, Russia, Brazil, Mexico, Singapore, Indonesia and Malaysia), with participants ages 18-34.

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Key Findings

Millennials correlate adulthood with three main life milestones – in order of significance: getting their first job, graduating college, and moving out/financial independence.

Getting their first job is the event that most Millennials correlate with adulthood. They have an optimistic outlook on success and value having fun in their jobs more than their parents or past generations. However, the primary driver is money and being independent.

• 2 out of 3 college graduates have a full-time job.
• 89% of Millennial workers say they want their workplace to be fun and social.
• 64% say being financially independent is the best part of a full-time job.
• 60% say they are in a better financial situation than most friends.

Graduating college. As the second most meaningful milestone, Millennials say graduation is a rite of passage to adulthood. More Millennial graduates feel like adults than Millennials as a whole. However, after all the time and money spent, college only partially prepared them for what lies ahead.

• Those with college degrees are 157% more likely than non-college grads to say that the best part of having a full-time job is pursuing their passion.
• 55% say that college prepared them for the job they want or have and 42% say it prepared them for the real world.

Moving out and financial independence. The third most cited event that defines adulthood is moving out and being financially independent. Over half of parents of Millennials don’t believe there’s a set age or event for moving out so Millennials feel they can rely on their parents until they are ready. Once moved out, Millennials feel it is important to personalize their living space.

• 42% of Millennials live on their own, most with a roommate.
• 1 in 3 move out to gain independence from their family.
• 87% say they want a living space that reflects their personal style.
• 71% prefer DIY projects to customize their living space.

Millennial notions of adulthood, especially given the importance of financial independence and the accompanying spending power, are impacting Millennial behaviors and attitudes toward shopping.

They prefer “Brick and Mortar.” The majority of Millennials shop in-store versus online because of the social aspect and the experience of shopping. They are spending more time shopping in stores than older generations.

• 65% of their shopping is done in stores.
• 87% would like to see the products in action.
• 2 in 3 Millennials believe going to the mall (without parents) was a rite of passage.

They feel empowered when spending “their own money.” Millennials feel a special sense of empowerment in having and spending their own money.

• 86% say when they shop they use their own money and 43% say when they shop they feel financially empowered.

If they want something, they’ll find a way to buy it. Even when they do not have the money to purchase what they want, Millennials are willing to do whatever it takes to get it, whether it’s saving up, borrowing from their parents, working another job or eating cereal and ramen for the next week.

• 91% agree that if they want something, they’ll find a way to pay for it.
• 53% often purchase more than they intended when shopping.

Brands matter. Millennials grew up as the generation that always thought they were special, different and unique – and they want brands to recognize this. The brands that they feel most connected to are the ones that, like themselves, are innovative and active in social media. Millennials appreciate brands that are creative in both their design and marketing approach.

• Over half agree that brands appeal to them by making their life easier and valuing what they value.
• 69% say that as they’ve gotten older, they’re more willing to buy higher quality brands.
• 65% pay attention to ads.
• 81% recommend brands to people by word of mouth.

Implications:

• In-store, retailers should create an engaging atmosphere (i.e. offer free WiFi, make the online and mobile experience like a shopping companion).
• Tap into the sense of financial empowerment Millennials derive from shopping. Find a way to highlight the fact that these are new consumers that now have money (i.e. student ID discounts).
• Retailers could benefit from implementing loyalty programs and encouraging higher savings as more is spent.
• Quality is key, but better when affordable and packaged as young, cool and current. Luxury brands can create limited editions for less.

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Smartphones top the list of what’s cool now to Hispanics 18 to 39. The three coolest things to Hispanics 18 to 29 are smartphones, in-person socializing, and Starbuck. At the top of the “cool list” for Hispanics in their thirties are smartphones, GPS devices for their cars, and sports. Smartphones are cool to non-Hispanics 18 to 29 – but they rank third, after video games and in-person socializing.

Contracts and family plans are both common among Hispanic households. When getting phones, Hispanics are making long-term commitments. About 7 in 10 Hispanic households have a contract, and approximately 6 in 10 have a family plan.

Hispanics are configuring their cell phone plans in diverse ways. Young Hispanic adults living with their parents tend to share plans with people with similar “phone values” – which can include co-workers and cousins. Their moms may share a family plan with younger kids in the household, while Dad may have a phone with no contract. Young Hispanic adults who have kids and live in their own households often carry over family plans with other people into their new household.

When making wireless choices, finding a good plan is very important to Hispanics — more than going with a particular provider or making a decision based on the selection of available phones. 40% of Hispanics 18 to 39 feel the plan is the most important factor when choosing wireless services – which means that getting a good deal that fits their particular situation is key. Non-Hispanic 18-29 are most likely to choose their provider first, with 42% agreeing the provider is the most important factor.

Paying their own cell phone bills confers adulthood for young Hispanic adults still living at home. Many consider this their first “adult” financial responsibility.

Hispanic young adults are using mobile phones as their personal computers. Many of them live with their families — so mobile devices offer more privacy than computers, which are often shared. About 1 in 5 use their phones most often to access the internet (a 157 index versus white non-Hispanics).

Apps and videos drive young Hispanic adults’ mobile experiences. They are 70% more likely than white non-Hispanics to feel that apps are very important to their mobile experiences and to report watching videos “always” or “often” on their phones.

Texting is young Hispanic adults’ preferred means of communication. However, they see face-to-face interaction as the most effective way to interact – and email as the least.

Source: Tr3s 2012 “Hispanic 18-34s Living The ‘Next Normal’”; Maximo Report 2012, NGLC, Motivo Insights, and Tr3s; Experian Simmons, Fall 2012 NHCS Adult Study 12-month

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